For B2B companies, the need for a steady pipeline of leads is apparent. It’s the B2B equivalent of standing outside a storefront spinning a sign that pulls people off the street and into your business. If there’s no strategies in place to draw in leads, then your business is a digital ghost-town.
One such strategy for generating leads is PPC (Pay-Per-Click) marketing. This page will look at how a B2B business can produce new leads through the strategic implementation of PPC campaigns.
The pay-per-click acronym describes the advertising model that paid services, like Google Ads or Facebook Advertising, use to charge businesses for their ad messages. Advertisers only pay for their efforts when a potential lead clicks their message.
While the majority of lead generation tactics are theoretically free because they require only time, effort and patience, PPC uses a for-pay model. However, these paid advertisements are extremely effective and work much faster than organic, long-term methods. With a great PPC campaign, you can generate more leads in a fraction of the time.
Essentially, PPC marketing is using paid search or social media ads to drive leads to your website.
There are several PPC advertising platforms available to B2B marketers. Google Ads is the most recognized when it comes to paid search and display ads, while Facebook Ads and LinkedIn Advertising are great paid social media marketing tools for B2B firms.
No matter what platform you choose, the setup process should be fairly easy. You’ll need to supply some basic company information, as well as billing information for the platform to charge your ads.
Next, you’ll be asked for your target audience. This is where the paid social and paid search paths split. A paid search campaign targets audiences based on keywords. By targeting popular questions and topics searched by your leads, you can quickly match these queries with paid messages.
Paid social, on the other hand, typically relies on customer profile information to match your ads to the right users.
Once you’ve finished the initial setup process and you’ve included your targeting options, it is time to create your first ad message. Again, the process will vary slightly, depending on the service you’re using. However, there are some components that the majority of ads share with one another.
Headline: The title for your ad. This is often the first thing that a customer will read for your message, so it needs to have a great message.
Your headline should include your business’ name and one or two quick details (30 characters max) that helps your message stand out. You may also want to include a call-to-action that encourages the lead to click.
Description: This is your space to elaborate on the content in the headline. Expand on what you have to offer leads and include any information or special offers that may further entice that person to click. You can also empower your descriptions with a reaffirmation of your call-to-action.
URL / Landing Page: When a lead clicks your ad, they will be brought a URL that you’ve specified in your ad message. You want this page to further facilitate that lead’s journey towards converting with your business.
You don’t want them to just arrive at your homepage and have to find their way by themselves. Instead, point them to a page that is relevant to the ad message itself. Many B2B marketers even create a unique landing page for each type of ad message.
Visuals: Some ad networks will allow you to attach an image, logo or even a video to your ad message. These visuals should help capture your brand image and provide added details that relate to the ad copy.
When you publish your first PPC campaign for lead generation, the work is only just starting. Arguably, PPC marketing is more about managing your campaigns and reviewing your metrics than it is creating ad copy.
As you’re looking for new ways to improve your campaigns and generate even more leads, here are a few things to look out for.
Ad extensions are another component to your ads that some platforms offer. They provide additional elements and functions to your ads. For example, you can add a phone number to your ad copy that allows leads an additional option to follow up with your business.
These helpful extensions can also increase the size of your ad. Whether you’re hoping to divert traffic from search engines or social media feeds, increasing the visibility of your ad messages is key!
For paid search campaigns, some keywords give you clues as to the intent of the person searching for those terms. Often, you can find keywords that are not only relevant to your business, but also give you some insight into what that user wants. When these wants align with your desired conversion activity, it’s a perfect marketing opportunity.
Timing is everything in marketing and that includes lead generation. As leads interact with your ads, pay attention to when these messages appear. Leads may be more likely to engage with your ads and convert at certain times. Once you have an understanding of the best times to market and generate leads, you can optimize your PPC budget by only targeting these times throughout the day, month or year.
The real secret recipe for generating leads through PPC campaigns is persistence. Just like the sign twirler outside the store that keeps it up on the hottest summer day, you need to always be trying to divert traffic from social media, search engines and other parts of the Internet to your lead generation pages.
If your PPC campaigns don’t produce the level of leads you want, find ways to adjust them and improve. Even a small change to your ad copy or landing page experience can make a big difference!
Related Article: https://ppcexpo.com/blog/how-does-google-voice-work-for-business